The Word Works

Consuming Japan


Sex(less) Appeal

Published By: John on 09/01/06
Categories: Consumers Marketing

Her name is Nimatsu Mayumi. She is 46 and produces a popular e-mail magazine for those seeking relief from sexless marriages. She married a doctor and had a son; but her husband was constantly busy and almost never came home.image

Her story is a familar-sounding one to many middle-aged Japanese women, whose husbands spend most of every working day away from home, then, when they do come home, are too tired to do much but sleep. It was fifteen years ago that she became part of a group of women planning an event at a childcare center. That group expanded into a nationwide network with over a thousand members. In 1995, she founded her own marketing company, whose annual sales now exceed 100 million yen. Then, returning to where she started, wanting to do something to address the frustrations of housewives like herself, she started a e-mail magazine, offering advice on their sex lives to people with similar issues. There are plenty of issues to be addressed in the more than 100 e-mails she receives each month. There are women who say that it’s been years since they had sex with their husbands, and men who say that they can’t get it up with their wives. There’s enough material here to fill the book she is writing to urge young women not to settle for sexless marriages. And Nimatsu herself? Her first husband is history. Four years ago she married a man seven years younger than herself. (Source: Asahi Shimbun morning edition, 9/1/06, p. 14)



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